Multiply raises $9.5M to build the first hybrid AI media agency for B2B advertisers

on marketplaces, and now with AI agents. And let me also tell you about voice mode. You want voice mode? Why not sign up for 11 Labs? Build intelligent real-time conversational agents. Reimagine human technology interaction with 11 Labs. And without further ado, we will bring in Matt Jason from Multiply.

How you doing, Matt?

What's going on?

Hey guys, nice to see you.

We're talking about my favorite topic. What are we talking about? Introduce yourself in the company.

Right on. So, my name is Matt Jason. I am the founder and CEO of Multiply

and we are the first ever hybrid AI media agency for media company.

So, making ads. You're speaking my language.

We run some ads.

Okay. Do you guys like ads?

We love ads.

Ads made you guys some money.

Yes. The entire business is ads. And we uh

we refuse to have any revenue that isn't ads.

And and just to be clear, we would run ads even if we weren't being paid. And we have run ads that we didn't get paid for because we of the game. Early on, we had this bit uh where where we would just be talking and then we'd be changing the subject and John would go, "Before we talk about XYZ, I need to tell you about GFream."

And it would sound like a podcast.

Sound like a podcast ad, but

but I didn't say that we were sponsored by them, I just said, I got to tell you about this company because it's really cool and I got to run an ad.

And we would put in in in the description like this show wouldn't be possible without

just another we weren't being paid. It's just like they like it wouldn't be possible without them because they're awesome. Anyway, break it down a little bit lower. Who are your customers? How are they actually using Multiply? Uh, what pieces of the funnel are you in the B2B advertising space?

Definitely. All right. So, first just the big news of today is we come out we come out of stealth today. We raised $9.5 million.

Oh, yes. Thank you. Thank you. Congratulations at Source Capital, Instacart Co-founder Max Mullen, Josh Woods Gemini, Google, and lots lots more great people. And the reason we're all huddled in this advertising space, this is an old world in advertising.

Google has built a massive business. LinkedIn and Twitter built massive advertising businesses,

but ads feel the same way they did 5, 10, 15 years ago, despite the crazy rise in AI. And we work for B2B companies. We work for So I came from Brex before this. We work for high growth B2B companies who have these crazy goals in their head. They have to go 5x their sales pipeline

and that's a lot of honestly your sponsors um here here too

and it's pretty impossible of a task today. You got to go figure out across all your channels how can you go grow faster and advertising is just stuck in the old world. So what what we found a way to do is say, "Hey, the big problem in advertising is stuff goes stale right away. You launch a new ad, your audience is tuned out in 2, 3 days, a week tops, and

your message is still." So what we've done, we've said, "Great, let's go combine AI agents with the best humans um in the world at Mediaine." And we built this combination AI plus human media agency. And what we do together is we build self-learning apps. So really what that means is you put out initial campaigns.

We're we're connected into your sales call recordings. So we see why your customers actually say to your sales team, "Hey, we love what you do. Here's why we want to buy from you versus competitor.

We read your your customer emails. We get the same thing. Every time there's a new quote or painoint, we ingest this and we can actually go create tens or hundreds of new ads dynamically learning based upon why people love just what you do." Yeah.

So that's our world. We're already partnering with companies like Bant, like Listen Labs, and Superhum. How are those people? Thank you. Thank you. And the growth is insane. And for a lot of these companies, they're hitting 300 to 500% or more growth on these ad channels just from changing from static old world ads to new world self-running ads.

Basically, there's all this all this like knowledge that has been trapped in sales and you're basically just like bringing it over and helping. And it's different from just going to an off-the-shelf LLM provider and saying like, "Come up with some taglines for my business because you're ingesting proprietary data that happened on a phone call between the top salesperson and an interesting client that surfaced something interesting and then you can actually pipeline that through to the creative. That make sense?

That's it. That's spot on. It's grabbing this provider data for your business." Like

yeah,

we see why people love like what you do, not why some generic company might like it, like specifically your product or what you have

and then we help you grow based on it, which which we love. Like renovation help companies get discovered

and and and a lot of that stuff isn't it's just not available on the open web. Like that's may probably true for consumer. People do post about their the the clothes that they purchase and the food that they eat, but a lot of people aren't actually sharing how a particular piece of B2B software is making their business more efficient just organically. So even if you have right now,

even if you have an LLM that can scrape the web and is very good at searching, it's not going to have access to that data. So that help me with a kind of thesis I've had for a while now, which is uh historically ads had very like limited targeting. you be, you know, let's say running like a TV ad on a specific channel, like very limited targeting. You're creating creative that's going to be seen by tons and tons of people and you can't really control who those people are. It's just like the most general ad. But then and then with social, you could create an ad uh that was like effectively for, you know, a 100,000 people and you run it and it gets stale quickly and you have to create more creative and it feels like we're on a trajectory towards at some point and uh people that hate commerce and ads and the economic engine of the internet won't like this, but it feels like we'll get to a point where like every ad is basically created in real time for a specific individual. Do you do you do you see that do you see us kind of headed in that in that direction? And and part of that is just like the right message at the right time for the right like one specific person. And there's obviously kind of like layers to that stack. Maybe you need a multiply that's also working with like a you know a meta platforms etc. But headed towards like targeting that's so extreme. It's like one ad for one.

Or potentially a vibe.co. Where do you see brands, BB startups, AI companies advertise on streaming TV? Pick channels and target audiences, measure sales. Just like on Meta, you could deploy for your customers. You could potentially be a big partner to vibe.co, our partner.

So, I look, I love I love that vision. We're seeing companies are demanding the same thing. We're running these personalized ads where we see, hey, a similar set of customers decided to buy food for this reason. Hey, actually, let let me step back. when when we're seeing financial services companies um with a certain sector buy from a certain reason, we're already running different ads to them than manufacturing customers um with certain revenue ranges. So, it's already we're actually ingesting CRM data where we can do a version of what you're talking about and saying, "Hey, don't advertise to these folks and for these folks give them this specific messaging based on why they buy from you." So, we're going there. We're having companies ask us all the time for more personalized. So, we're building more for onetoone as well. I think the the question and the thing that I think is so interesting about the space, even if you can go do onetoone advertising for everyone, how do you know it's the right message when it's predictive? And really, one of the things that we focus on is not saying that we know the right answer. Um, a lot of traditional media agencies have like a playbook. They'll say, "Hey, we know the best way to break through." And we fundamentally disagree with that. We think the best approach is always on obsessive testing. So when we talk to growth marketers, like the way we frame a lot of our AI, we frame it as we built the world's most insatiable AI agent. And just like a good growth marketer, there's no such thing as enough pipeline. And the reason I say that here is we're running hundreds of experiments every week for a lot of companies. Um it's thousands over time. And when you see all of that, you're actually learning by doing. You can't just say one to one here's the right message. It might be one to one. Let's try 10, 20, 30 things until we crack this is what really isn't speaking the language of that person or that customer that that speaks to them and you want to speak their language even though it's your value you're bring you're bringing life.

Mhm. All right. Here's a challenge. Sell me a pen in the next 24 hours.

Sell me actually sell me a uh what would be the B2B equivalent? like a a I want an ad for a c-acker that can make me custom pens by the billions if I want them. TBPN branded pens. This could be our next merch drop. Uh thank you so much.

Great to meet you, Matt.

On the round.

Congratulations on the on the raise. Very exciting company. We'll talk to you soon, Matt. Let me tell you about Sentry. Sentry shows developers what's